Berkeley innovation forum 20171025 v1

Jim Spohrer (IBM)
San Jose, CA & San Francisco, CA USA
Wednesday October 25, 2017
http://www.slideshare.net/spohrer/berkeley-innovation-forum-20171025-v1
10/25/2017 1
IBM’s Service Journey

Background Review
• Book
• Funnel
10/25/2017
© IBM UPWard 2016
2

IBM’s Service Journey
• IMM Article
10/25/2017
© IBM UPWard 2016
3

IBM Revenue By Sector
10/25/2017
© IBM UPWard 2016
4

The Journey
• Four stages
10/25/2017
© IBM UPWard 2016
5

Lessons Learned
• Open Innovation helps everyone avoid the commodity trap
– Requires mastering an ecosystem view
– Including open challenges, open source, open access, open minds
– Yes, and even helping your competitors in certain contexts
• The flow of four T’s matter in changing business models moving to
open innovation…
– Talent (Individuals)
– Technology (Innovation/Infrastructure)
– Trust (Institutions)
– Truth (Information in context)
• In the future, customer, employee, partner merge into co-creators
interacting on trusted platforms to create worthy outcomes
– Competition and collaboration both used to co-create value and co-
elevate capabilities of T-shaped entities interacting to create mutually
beneficial outcomes (service)
10/25/2017
© IBM UPWard 2016
6

Future-Ready T-Shapes
10/25/2017
© IBM UPWard 2016
7

Trust in Institutions
• HBR measuring decline
10/25/2017
© IBM UPWard 2016
8

Trust: Competing for Collaborators
• Spohrer, Kwan, Fisk Paper
10/25/2017
© IBM UPWard 2016
9

On Campus IBMers
10/25/2017
© IBM 2014 IBM University Programs
worldwide accelerating regional
development (IBM UPward)
1010
Up-Skill
Cycle
University-Region1
University-Region2
= New Venture
= Acquisition
= High-Growth
Acquisition/
New IBM BU
(Growing)
= High-Productivity/
Mature IBM BU
(Shrinking)
= IBMer moving from
mature BU to acquisition
= IBMer moving into
On Campus IBMer role
(help create graduates
with Smarter-Planet skills,
help create Smarter Planet
oriented new ventures;
Refresh skills
= Graduates with
Smarter Planet skills
IBM

Five Decades of Change
1990’s 2000’s 2010’s 2020’s 2030’s
Business
Model
IT
Outsourcing
Smarter
Planet
Think/
Watson
??? ???
Talent Customers Acquisitions Transform Augment Trust
Technology Data Center Systems Cloud/Cogni
tive/Github
AI for IA AR/M&E/Bl
ockchain+
10/25/2017
© IBM UPWard 2016
11

Questions
• What is the timeline for solving AI and IA?
• Who are the leaders driving AI progress?
• What will the biggest benefits from AI be?
• What are the biggest risks associated with AI, and
are they real?
• What other technologies may have a bigger
impact than AI?
• What are the implications for stakeholders?
• How should we prepare to get the benefits and
avoid the risks?
10/25/2017 (c) IBM 2017, Cognitive Opentech Group 12

Every 20 years, compute costs are down
by 1000x
• Cost of Digital Workers
– Moore’s Law can be thought of as
lowering costs by a factor of a…
• Thousand times lower
in 20 years
• Million times lower
in 40 years
• Billion times lower
in 60 years
• Smarter Tools (Terascale)
– Terascale (2017) = $3K
– Terascale (2020) = ~$1K
• Narrow Worker (Petascale)
– Recognition (Fast)
– Petascale (2040) = ~$1K
• Broad Worker (Exascale)
– Reasoning (Slow)
– Exascale (2060) = ~$1K
1310/25/2017 (c) IBM 2017, Cognitive Opentech Group
2080204020001960
$1K
$1M
$1B
$1T
206020201980
+/- 10 years
$1
Person Average
Annual Salary
(Living Income)
Super Computer
Cost
Mainframe Cost
Smartphone Cost
T
P
E
T P E
AI Progress on Open Leaderboards
Benchmark Roadmap to solve AI/IA

GPD/Employee
(Source)
Lower compute costs translate into increasing productivity and GDP/employees for nations
Increasing productivity and GDP/employees should translate into wealthier citizens
AI Progress on Open Leaderboards
Benchmark Roadmap to solve AI/IA

Leaderboards Framework
AI Progress on Open Leaderboards - Benchmark Roadmap
Perceive World Develop Cognition Build Relationships Fill Roles
Pattern
recognition
Video
understanding
Memory Reasoning Social
interactions
Fluent
conversation
Assistant &
Collaborator
Coach &
Mediator
Speech Actions Declarative Deduction Scripts Speech Acts Tasks Institutions
Chime Thumos SQuAD SAT ROC Story ConvAI
Images Context Episodic Induction Plans Intentions Summarizatio
n
Values
ImageNet VQA DSTC RALI General-AI
Translation Narration Dynamic Abductive Goals Cultures Debate Negotiation
WMT DeepVideo Alexa Prize ICCMA AT
Learning from Labeled Training Data and Searching (Optimization)
Learning by Watching and Reading (Education)
Learning by Doing and being Responsible (Exploration)
2015 2018 2021 2024 2027 2030 2033 2036
Which experts would be really surprised if it takes less time… and which experts really surprised if it takes longer?
Approx.
Year
Human
Level ->

Icons of AI
Progress
• 1956: Dartmouth Conference
organized by:
– John McCarthy (Dartmouth, later
Stanford)
– Marvin Minsky (MIT)
– and two senior scientists:
• Claude Shannon (Bell Labs)
• Nathan Rochester (IBM)
• 1997: Deep Blue (IBM) - Chess
• 2011: Watson Jeopardy! (IBM)
• 2016: AlphaGo (Google DeepMinds)

AI Trends
10/25/2017
© IBM Cognitive Opentech Group (COG)
17
Dota 2
“Deep Learning” for
“AI Pattern Recognition”
depends on massive
amounts of “labeled data”
and computing power
available since ~2012;
Labeled data is simply
input and output pairs,
such as a sound and word,
or image and word, or
English sentence and French
sentence, or road scene
and car control settings –
labeled data means having
both input and output data
in massive quantities.
For example, 100K images
of skin, half with skin
cancer and half without to
learn to recognize presence
of skin cancer.

AI Leaders
• Who is winning?
– Regions China vs USA vs EU vs ROW
– Companies Microsoft vs Google vs IBM
• Leaderboards
– SQuAD – Question Answering
– EFF Measuring AI Progress

AI to IA Timeline: Hard unsolved AI
problems
• 2012-2017 AI Pattern Recognition and
Learning from Massive Labeled Data
– Speech, image, translation, driverless, games
– Chatbots as digital assistants
• 2018 Video Understanding
• 2021 Episodic Memory
• 2022 Learning from Watching
• 2024 Commonsense Reasoning
• 2026 Learning from Reading
• 2028 Learning from Doing
• 2030 Fluent Conversation
• 2031-2039 Cognitive Collaborator and
Mediator; Intelligence Augmentation (IA)

AI Benefits
• Access to expertise
– “Insanely great” labor productivity for trusted
service providers
– Digital workers for healthcare, education, finance,
etc.
• Better choices
– ”Insanely great” collaborations with others on
what matters most
– AI for IA = Augmented Intelligence and higher
value co-creation interactions

AI Risks
• Job Loss
– Shorter term
bigger risk
= de-skilling
• Super-intelligence
– Shorter term
bigger risk
= bad actors

Other Technologies: Bigger impact?
Yes.
• Augmented Reality (AR)/
Virtual Reality (VR)
– Game worlds
grow-up
• Blockchain/
Security Systems
– Trust and security
immutable
• Advanced Materials/
Energy Systems
– Manufacturing as cheap,
local recycling service
(utility fog, artificial leaf, etc.)

Stakeholders
• Individuals
• Families
• Businesses and
other Organizations
• Industry Groups
• Regional
Governments:
– Cities
– States
– Nations

Be Prepared
• Understand open AI code + data +
models + stacks + communities
– Leaderboards
– Ethical conduct
• Learn 3 R’s of IBM’s Cognitive
Opentech Group (COG)
– Read arXiv
– Redo with Github
– Report with Jupyter notebooks on
DSX and/or leaderboards
• Improve your team’s skills of rapidly
rebuilding from scratch
– Build your open code eminence
– Understand open innovation
– Communities + Leaderboards
1972 used
Punch cards
2016 used
IBM Watson
Open APIs to win…

Cupertino Teens
• IBM Watson on Bluemix
AI for NLP
entity identification

Courses
• 2015
– “How to build a cognitive system for Q&A task.”
– 9 months to 40% question answering accuracy
– 1-2 years for 90% accuracy, which questions to reject
• 2025
– “How to use a cognitive system to be a better professional X.”
– Tools to build a student level Q&A from textbook in 1 week
• 2035
– “How to use your cognitive mediator to build a startup.”
– Tools to build faculty level Q&A for textbook in one day
– Cognitive mediator knows a person better than they know themselves
• 2055
– “How to manage your workforce of digital workers.”
– Most people have 100 digital workers.
10/25/2017 26
Take free online cognitive classes today at cognitiveclass.ai

Headlines
• 2017 Popular
– “AI vs People”
– “X-Y team up to invest big in AI”
• 2025 Commonplace
– “People using AI to become better at their
professions, serving others.”
– “Teenagers using AI to solve challenges,
and improve their communities.”
• 2085 Resilience
– “Teams competing to rapidly rebuild
socio-economic-technical systems (wise
service systems) from scratch”
– “U.N. Pluto-base makes major discovery
about nature of universe. U.F.P.
established.”
IEEE 2017

IBM-MIT $240M over 10 year AI
mission

10/25/2017
© IBM 2015, IBM Upward University
Programs Worldwide accelerating regional
development
29
I have…
Have you noticed how the building
blocks just keep getting better?

Learning to program:
My first program
10/25/2017
development
30
Early Computer Science Class:
Watson Center at Columbia 1945
Jim Spohrer’s
First Program 1972

10/25/2017
© IBM UPWard 2016
31
Fast Forward 2016:
Consider this…

Microsoft CaptionBot June 19, 2016
10/25/2017
© IBM UPWard 2016
32

Microsoft CaptionBot June 20, 2016
10/25/2017
© IBM UPWard 2016
33

IBM Image Tagging
10/25/2017
© IBM UPWard 2016
34

10/25/2017
© IBM UPWard 2016
35

10/25/2017
development
36
Cognitive Mediators
for all people in all roles

Occupations = Many Tasks
10/25/2017
development
37

Watson Discovery Advisor
10/25/2017
development
38
Simonite, T. 2014. Software Mines Science Papers to Make New Discoveries. MIT. November 25, 2014.
URL: http://m.technologyreview.com/news/520461/software-mines-science-papers-to-make-new-discoveries/

Measuring AI Progress
10/25/2017
© IBM COG 2017
39

AI Trends
10/25/2017
© IBM UPWard 2016
40

10/25/2017 41
1955 1975 1995 2015 2035 2055
Can better service help us be wiser?
Cognitive Mediator (2035): Tool, Assistant, Collaborator, Coach

Courses
2015
– “How to build a cognitive system for Q&A task.”
– 9 months to 40% question answering accuracy
– 1-2 years for 90% accuracy, which questions to reject
2025
– “How to use a cognitive system to be a better professional X.”
– Tools to build a student level Q&A from textbook in 1 week
2035
– “How to use your cognitive mediator to build a startup.”
– Tools to build faculty level Q&A for textbook in one day
– Cognitive mediator knows a person better than they know themselves
2055
– “How to manage your workforce of digital workers.”
– Most people have 100 digital workers.
10/25/2017 42

Computing: Then, Now, Projected
10/25/2017 43
2035
2055

10/25/2017
development
44

Build: 10 million minutes of experience
10/25/2017 Understanding Cognitive Systems 45

Build:
Hardware < Software < Data < Experience < Transformation

What exists in 2016?
10/25/2017
development
48
360,000 100,000 120,000 60,000 150,000

“The best way to predict the future is to inspire the
next generation of students to build it better”
Digital Natives Transportation Water Manufacturing
Energy Construction ICT Retail
Finance Healthcare Education Government

User Models
10/25/2017
development
50

$5M Prize
10/25/2017
© IBM UPWard 2016
51

TED Arai Todai Robot
… when will
your smartphone
be smart enough to
pass a university
entrance exam?

“AI will change the world?
Who will change AI?”

“These amazing technologies must be
able to help people like myself…”

IBM Research, Patents, Data, Cognitive
10/25/2017
© IBM UPWard 2016
56

10/25/2017
© IBM 2015, IBM Upward University Programs Worldwide
accelerating regional development
57

10/25/2017
development
58
Future of Skills

In Summary
10/25/2017
development
59
“A service science
perspective considers
the evolving ecology of
service system entities,
their value co-creation and
capability co-elevation
interactions, and their
capabilities, constraints,
rights, and responsibilities.”
Cognitive Systems
Entities
Service
Systems
Entities With
Cognitive
Mediators
Add Rights &
Responsibilities

10/25/2017
© IBM 2015, IBM Upward University Programs Worldwide
accelerating regional development
60

10/25/2017
© IBM UPWard 2016
61

You say you want a
revolution?
October 8, 2017
https://www.slideshare.net/spohrer/revolution-20171008-v23
10/25/2017 (c) IBM 2017, Cognitive Opentech Group
62

By 2035, T-Shaped Makers with great
Building Blocks and Cognitive Mediators
10/25/2017 63
Empathy & Teamwork
sector
region/culture
discipline
Depth
Breadth
STEM
Liberal Arts

In Summary
10/25/2017
development
64
Cognitive Systems
Entities
Service
Systems
Entities With
Cognitive
Mediators
Add Rights &
Responsibilities

10/25/2017
development
65

Machine
Learning
Natural
Language
Processing
High
Performance
Computing
Knowledge
Representation
and Reasoning
Question
Answering
Unstructured
Information

Brief History
of AI
• 1956 – Dartmouth Conference
• 1956 – 1981 Micro-Worlds
• 1981 – Japanese 5th Generation
• 1988 – Expert Systems Peak
• 1990 – AI Winter
• 1997 – Deep Blue
• 1997 – 2011 Real-World
• 2011 – Jeopardy! & SIRI
• 2013 – Cognitive Systems Institute
• 2014 – Watson Business Unit &
• True North Brain Chip
• 2015 – “Cognition as a Service”
on IBM Bluemix
10/25/2017
development
67

Definitions: AI vs IA
10/25/2017
© IBM UPWard 2016
68
AI is Artificial Intelligence, or
intelligence in machines (smart machines)
IA is Intelligence Augmentation, or
people thinking and working together with smart machines.
IA is what IBM calls “Cognitive Computing” and
the smart machines are called “Watson Solutions” or
more generally “Digital Cognitive Systems (Cogs)”
Cognition as a Service (CaaS):
AI building blocks for IA solutions

Augmenting Workers

Startup
Companies

10/25/2017
development
71
I have…
Have you noticed how the building
blocks just keep getting better?

IBM Cloud Bluemix:
Watson APIs are growing…
10/25/2017
© IBM UPWard 2016
72
So far (June 2016), 100,000 faculty and students globally given access

Societal Grand Challenges
10/25/2017
© IBM UPWard 2016
73
Solving these would mean we are smarter,
but would they mean we are wiser?

10/25/2017
© IBM UPWard 2016
74

High School Senior: Anish Krishnan
10/25/2017
© IBM UPWard 2016
75

IBM in Silicon Valley:
From Punch Cards….
10/25/2017
development
76
On August 22, 1943, 105 men, women and children,
among them 43 IBM employees, alighted from a special
train that carried them across the continent to establish
new homes and the new IBM Card Manufacturing Plant
Number 5 at 16th and St. John Streets, San Jose, CA.

10/25/2017
development
77

IBM in Silicon Valley:
To Brain Chips….
10/25/2017
development
78

What types of digital cognitive systems?
• Cognitive Build: Outthink Challenge (250K people)
• Imagine a digital cognitive system to help you do something
important in your personal or professional lives
• Team to design it and advocate for it, and then everyone
votes
• Winners: reduce waste and human suffering, screen for
health issues and safety threats, learn life skills and make
better choices, find what you are looking for, move around
more effectively, provide emotional support, provide IT
support, learn about important public policy goals and make
better choices
• Types: Tool, Assistant, Collaborator, Coach, Mediator

Types
• Tool
• Assistant
• Collaborator
• Coach
• Mediator

Types: Progression of models and capabilities
Task & World Model/
Planning & Decisions
Self Model/
Self Capacity & Limits
User Model/
User’s Episodic Memory and Identity
Institutions Model/
Trust & Social Acts
Tool + - - -
Assistant ++ + - -
Collaborator +++ ++ + -
Coach ++++ +++ ++ +
Mediator +++++ ++++ +++ ++
tool assistant collaborator coach mediator

Partnership for AI formed

10/25/2017
© IBM UPWard 2016
84

10/25/2017
© IBM UPWard 2016
85
What might Reality 2.0 look like?

10/25/2017
development
86

How fast is Reality 2.0 approaching?
10/25/2017 87
What might it look like?

Reality 2.0 Service Platform:
polite cognitive mediators (CM1,CM2)
do not interrupt people (P1,P2)
10/25/2017
© IBM UPWard 2016
88
Service Platform
CM2
P2
CM1
P1
100x
100x 100x

10/25/2017
development
89
Wise Service System:
All entities’ in network
use cognitive mediators
to enhance
value co-creation interactions
Cognitive Mediators:
Cognitive systems
with deep knowledge of both
customer (user) and provider (expert)
as co-creators of win-win value
Entity augmentation boosts both creativity and productivity of interactions

Two assertions
• Machines seem to be getting smarter fast.
– Agree/disagree?
• People do not seem to be getting wiser fast.
– Agree/disagree?
10/25/2017
© IBM UPWard 2016
90
Homo Sapiens means Wise Man: True/False?

IBM Cloud Bluemix:
10/25/2017
© IBM UPWard 2016
91

What is Industry 4.0?
10/25/2017
© IBM UPWard 2016
92

History of the idea: Mirror Worlds
10/25/2017
© IBM UPWard 2016
93

10/25/2017
© IBM UPWard 2016
94
Why is this relevant?

I am still very skeptical…
but tell me more….
10/25/2017
© IBM UPWard 2016
95

10/25/2017
© IBM UPWard 2016
96

Managers: Courage Required….
10/25/2017
© IBM UPWard 2016
97

Talent required, but…
10/25/2017
© IBM UPWard 2016
98

Industry 4.0
10/25/2017
© IBM UPWard 2016
99

CyberPhysical Systems?
10/25/2017
© IBM UPWard 2016
100

Industry 4.0
10/25/2017
© IBM UPWard 2016
101

10/25/2017
© IBM UPWard 2016
102

10/25/2017
© IBM UPWard 2016
103

Yesterday: Servitization
• Rolls Royce: “Power By The Hour”

Tomorrow: Servitization
• Start with any traditional product that is sold to customers
• Make the product part of a smart/wise service system
– Instrument it (sensors) – Internet of Things/Everything
– Set-up an intelligent operation center to monitor all products’
performance across their life-cycles
– Use big data analytics to determine how to improve product
performance, efficiency, maintenance, etc.
– Offer customer the “product-performance-as-a-service” with
financing/Internet of Service
– Customer benefits from cost-savings, predictability
– Provider benefits margin-improvements, predictability
• Every product becomes a platform technology (a vehicle for
service innovation) for innovative university startups

Vision: MMaaRRSS
• Modular Manufacturing as a Regional
Recirculation Service System
– “I am the stuff that will be made into product X for
customer Y.”
– Stuff = Material, Energy, and Information Flows
– Minimize transport costs (for products and waste)
• The Vision: Circular Economy (~4 minutes)

10/25/2017
development
107
Explain external
phenomena

10/25/2017
development
108
Explain internal
phenomena

10/25/2017
development
109
Explain
value co-creation
phenomena

10/25/2017
development
110
Physics Chemistry Biology
Neuroscience Psychology Artificial
Intelligence
Engineering Management Public
Policy
Education Design Humanities
Natural Systems
Cognitive Systems
Service Systems

Sciences provide…
• Frameworks for people to ask and answer
questions systematically
• Explanations with instructions on “how to re-do”
10/25/2017
development
111
Kline: Conceptual Foundation of Multidisciplinary Thinking -
“To our children and children’s children,
to whom we elders owe an explanation of the world
that is understandable, realistic, forward-looking, and whole.”
Proenneke:
Alone in the Wilderness -
To do a thorough testing,
should each generation
be required to rapidly rebuild
from scratch?
A re-makers movement?

Some paths to becoming 64x smarter:
Improving learning and performance
• 2x from Learning sciences (methods)
– Better models of concepts
– Better models of learners
• 2x from Learning technology (tools)
– Guided learning paths
– Elimination of “thrashing”
• 2x from Quantity effect (overlaps)
– More you know, faster you go
– Advanced organizers
• 2x from Lifelong learning (time)
– Longer lives and longer careers
– Keeps “learning-mode” activated
• 2x from Early learning (time)
– Start earlier: Challenged-based approach
– STEM-2D in K-12 (SSME+DAPP Design of Smart Service Systems)
• 2x from Cognitive systems (performance support)
– Technology & Infrastructure Interactions
– Organizations & Others Interactions

Next Generation:
Future-Ready T-Shaped Adaptive Innovators
Many disciplines
Many sectors
Many regions/cultures
(understanding & communications)
Deepinonesector
Deepinoneregion/culture
Deepinonediscipline

10/25/2017
© IBM UPWard 2016
114

Brief History
of AI
1956 – Dartmouth Conference
1956 – 1981 Micro-Worlds
1981 – Japanese 5th Generation
1988 – Expert Systems Peak
1990 – AI Winter
1997 – Deep Blue
1997 – 2011 Real-World
2011 – Jeopardy! & SIRI
2013 – Cognitive Systems Institute
2014 – Watson Business Unit &
True North Brain Chip
2015 – “Cognition as a Service”
on IBM Bluemix
10/25/2017
development
115

Cognitive Assistants for all occupations
are beginning to appear
10/25/2017
development
116

The Maker Movement &
Open Source Ecology
10/25/2017
development
117

10/25/2017
development
118
Future of Skills

Assisting individuals and organizations
to close their service innovation skills gap
and co-create wiser service systems
empowering employees, customers, citizens
with cognitive mediators
in the collaborative service economy

Dedication: Doug Engelbart
Father of the mouse and
augmentation theory
10/25/2017
development
122

10/25/2017 123
1955 1975 1995 2015 2035 2055
Can better service help us be wiser?
Cognitive Mediator (2035): Tool, Assistant, Collaborator, Coach

10/25/2017
development
126

Cyber-Social-Learning-Systems
Jim Spohrer (IBM)
August 29, 2016
http://www.slideshare.net/spohrer/csls-20160821-v1
10/25/2017 Understanding Cognitive Systems
127

Today’s Talk: Cyber-Social-Learning-
Systems• What is the impact of Artificial Intelligence (AI) on CSLS?
– Augmented Intelligence (IA) via digital cognitive systems
– White House OSTP Response(s)
• Other topics to think about:
– What are more of the implications of digital cognitive systems?
• Tool > Assistant > Collaborator > Coach > Mediator
• Transformation > Experience > Data > Software > Hardware
– What does social intelligence require? Episodic Memory?
– What is the impact of augmented reality on CSLS?
– What are possible connections to service systems science
(SSME+DAPP)?
– What type of adaptive innovator with growth mindset needed
(T-shapes)?

Augmented Intelligence
• Tool
• Assistant
•
Collaborat
or
• Coach
• Mediator

White House OSTP Response(s)
• AI for public good
• Social & economic implications
• Education to harness AI
• Research questions and gaps
• Data sets and model sets
• Multidisciplinary research
• Role of incentives and prizes
• Safety and control protocols
• Legal and governance issues

In Summary
10/25/2017
development
131
Cognitive Systems
Entities
Service
Systems
Entities With
Cognitive
Mediators
Add Rights &
Responsibilities

Backup Slides
• Understanding Cognitive Systems

Understanding
Cognitive Systems
Jim Spohrer (IBM), August 25, 2016
CSIG (Cognitive Systems Institute Group) Speaker
Series
http://www.slideshare.net/spohrer/understanding_20
160825_v3
10/25/2017 Understanding Cognitive Systems
133

Today’s Talk: Understanding Cognitive
Systems• What is a cognitive system (entity)?
– biological
– technological
– types of digital cognitive systems
• How to…
– build them?
– understand them?
– work with them?
• Steps toward a next generation cognitive
curriculum…

But first…. Cognitive Science, a young
field
• Society
– cognitivesciencesociety.org
• People
– Founders: Roger Schank, Donald Norman,
Allan Collins
– Others: David Rumelhart, Herbert Simon,
Allen Newell
– Today: Patrick Langley, Wayne Gray,
Kenneth Forbus, Ashok Goel, Paul Maglio,
etc.
• Systems Conference
– cogsys.org
– (JCS wishes this was part of HICSS)

Advances in Cognitive Systems -
cogsys.org

Google Search: August 26, 2016

Today’s Talk: Understanding Cognitive
Systems• What is a cognitive system (entity)?
– biological
– technological
– types of digital cognitive systems
• How to…
– build them?
– understand them?
– work with them?
• Steps toward a next generation cognitive
curriculum…

What is a cognitive system (entity)?

What is a digital cognitive system
(entity)?

What types of digital cognitive
systems?
• Cognitive Build: Outthink Challenge (250K people)
– Imagine a digital cognitive system to help you do
something important in your personal or professional
lives
– Team to design it and advocate for it, and then
everyone votes
– Winners: reduce waste and human suffering, screen
for health issues and safety threats, learn life skills and
make better choices, find what you are looking for,
move around more effectively, provide emotional
support, provide IT support, learn about important
public policy goals and make better choices
• Types: Tool, Assistant, Collaborator, Coach, Mediator

Types
• Tool
• Assistant
•
Collaborat
or
• Coach
• Mediator

Types: Progression of models and
capabilities
Task & World Model/
Planning & Decisions
Self Model/
Capacity & Limits
User Model/
Episodic Memory
Institutions Model/
Trust & Social Acts
Tool + - - -
Assistant ++ + - -
Collaborator +++ ++ + -
Coach ++++ +++ ++ +
Mediator +++++ ++++ +++ ++
Cognitive
Tool
Cognitive
Assistant
Cognitive
Collaborator
Cognitive
Coach
Cognitive
Mediator

Build: Hardware < Software < Data <
Experience

Understand them…

Work with…

Next generation cognitive curriculum

Backup slides
• Service systems - http://service-
science.info/archives/3368

What is service science?
• IBM initiated effort to establish a
multidisciplinary field to study
service systems … with a focus on
people-centered, IT-enabled service
innovations for business and society
– based on service-dominant logic
– service = value co-creation
– IT-enabled service architectures
– service systems (socio-technical
systems for win-win value co-creation)
• IBM helped establish
– computer science (1945-present)
– service science (2005-present)
Service systems are dynamic configurations of
resources (people, technology, organizations,
and information) interconnected by
value propositions, internally and externally.
Examples:
- macro: cities, states, nations
- meso: hospitals, universities, businesses
- micro: households, families, individuals
Reference:
Spohrer J, Maglio P, Bailey J, Gruhl D (2007)
Steps toward a science of service systems.
IEEE Computer Society. 40(3):71-77(January).

What is service science?
• Now over 500 universities globally teach a more
multidisciplinary approach to service innovation,
including:
– Service management and marketing
– Service engineering and operations
– Service design and arts
– Service public policy and economics
– Service computing and informatics
• SSME + DAPP =
Service Science Management Engineering +
Design Arts Public Policy
– People, technology, organizations, information
interconnected by value propositions.
Reference:
IfM & IBM (2008). Succeeding through service
innovation: A service perspective for education,
research, business and government.
University of Cambridge Institute for Manufacturing,
Cambridge, UK. 2008.

How to get involved?
• Weekly speaker series
– Service innovation
– Service education & research
– Smart service/cognitive systems
• Discovery summits & book series
• Opportunities
– Institutional memberships
– Leadership & ambassadors
– Volunteer opportunities
– Awards & sponsored
conferences
ISSIP.org is a non-profit society
International Society of Service Innovation Professionals
Membership:
Over 1000 professionals and students from 40+ countries,
50+ companies and 50+ universities.

How to get involved?
• Journals (INFORMS,
etc.)
• Conferences (HICSS,
etc.)
• Courses (MIT, etc.)
• Funding (NSF, etc.)
• Society (ISSIP, etc.)

What are the hot topics?
• Smart Service Systems: Intelligence Augmentation
– AI + AR UX (Artificial Intelligence + Augmented Reality User
Experience)
– Smartphones (mobile, social, secure, etc.)
• Collaborative Economy: Servitization
– From assets to co-creation (e.g., Uber, AirBnB, etc.)
– From product to capability/outcome-as-a-service
– Manufacturing as a local recycling service
• Digital Transformation: Trust and Identity
– Blockchain: Don Tapscott’s TED Talk & book
– Big Data: Service Analytics & HAT (Hub of All Things)

Backups
• T-shaped people

Cognitive Assistants for all occupations
are beginning to appear
10/25/2017
development
160

My Quest
• What is the best bot that anyone can easily
install on their smartphone and laptop today?
10/25/2017
© IBM UPWard 2016
166

Berkeley innovation forum 20171025 v1

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Berkeley innovation forum 20171025 v1

Similar to Berkeley innovation forum 20171025 v1 (19)

More from ISSIP

More from ISSIP (20)

Recently uploaded

Recently uploaded (20)

Berkeley innovation forum 20171025 v1